Medco® - “Game Changers Website”
Medco Health Solutions, Inc.
|Title||Game Changers Website|
|Tagline||Changing The Game.|
|Agency||True North Inc.|
|Advertiser||Medco Health Solutions, Inc.|
|Product Name||Express Scripts|
|Product Category||Health & Pharmaceutical Products|
|Campaign Name||Game Changers Website|
|Country of Production||United States|
|Date of First Broadcast/Publication||May 3, 2010|
|Media Type||Web Site|
||International ECHO Awards Competition, 2011 (Bronze ) for Pharmaceutical/Healthcare, Business-to-Business|
|Associate Creative Director
|Chief Creative Officer
|Strategic Planning Director
|Interactive Production Artist
When you have a long history of innovation, building a site called MedcoGameChangers.com seems perhaps a bit too boastful. But if you're Medco, and you're looking to grow your customer base, you have to strut your stuff. Our digital strategy behind the lead-nurturing program we built for Medco rested on these four pillars:
1. Hyper-personalize the experience to demonstrate Medco's commitment to one-to-one service.
2. Create a hub of engagement that provides information via videos and articles, and offers a portfolio of free, informative downloads.
3. Modulate the dialogue to keep interest high and pass-along vigorous.
4. Use data to drive content decisions and, most important, to inform the dialogue between sales rep and prospect.
A year and half later, web metrics for MedcoGameChangers.com went through the roof and a new $18-million client came through the door. Icing on the cake-the Medco-True North team also accepted an International ECHO Award in 2011. Now that's a healthy return on investment.